Unsurprisingly, though, the reason why most unsubscribed was because they were flooded with too many brand messages and updates.
What's too many? For 27% of respondents, it’s one message per day, while 32% of respondents say more than two per day is too much. Interestingly, female respondents (61%) were found to be more likely than males (49%) to unsubscribe because too many messages were received.
There’s a fine line between being effective and being annoying. A November 2017 Localytics sand Qualtrics survey of 1,000 US app users found that nearly a quarter (22.3%) said they would stop using an app if they received between two and five push notifications over a weeklong period. And nearly one-third of those polled said they would halt an app’s use if they received between six and 10 push notifications over a week.